[This unedited press release is made available courtesy of Gamasutra and its partnership with notable game PR-related resource GamesPress.]

FOR IMMEDIATE RELEASE

LOS ANGELES - June 18, 2010 - Guinness World
Records
®, the global authority on record-breaking achievements,
traveled to the Electronic Entertainment Expo (E3) at the Los
Angeles Convention Center to recognize the best of the video game
industry. During the premier three-day tradeshow for computer and
video game products, top interactive companies were officially
honored for their record-breaking achievements by Guinness World
Records 2010 Gamer's Edition Editor Gaz Deaves.

EA Sports held a presentation during "The EA Show" where Peter
Moore, President of EA Sports, accepted records for the Best
Selling Soccer Video Game Franchise (FIFA with more than 68 million
copies sold), Earliest Console Sports MMO (NHL 09) and the Longest
Running Sports Game Franchise (Madden NFL).

Microsoft executives were honored with the record for the
Best-selling High-Definition Video Game Console for XBOX 360, which
has sold an estimated of 40 million units as of March 31, 2010.

In addition, Sony's VP of Worldwide Studios, North America,
Scott Rohde, accepted records for LittleBigPlanet with the Most
user-generated levels (2,463,073), Uncharted 2 as the Best Selling
PS3 platform game and MAG for the Most Players in a Console FPS
with 256.

SEGA earned records for Most Critically Acclaimed Strategy RPG
for the PS3 (Valkyria Chronicles) and First Fighter to Use 3D
Polygon Graphics (Virtua Fighter). On hand to accept these awards
were SEGA's Mike Hayes, CEO SEGA of Europe and SEGA of America,
Darren Williams, Marketing Director, SEGA of America and Haruki
Satomi, VP Digital SEGA of America.

Finally, Electronic Entertainment Design & Research accepted
the record for Largest Database of Video Games Features, which
features 26,598,645 objectively quantifiable data points.

E3 was not just about presenting records, but also breaking them
too. Danny Johnson, gaming prodigy and record-holder for the
Highest score for a single track on Guitar Hero III, set a new High
Score on Guitar Hero 5 with a whopping 913,316 points at the Gamer
Grub booth. These skills must run in the family because his brother
Scott Johnson, age 17 earned the Highest Score on Guitar Hero 5 -
Drums at the Immerz booth with a score of 1,759,000 points.
Finally, the two brothers set the record for the Highest Co-op
Score on Guitar Hero 5 - Drums and Guitar with 4,442,161
points.

"E3 is the place to see the best new games, products and ideas
coming from the video game industry," said Gaz Deaves, Gaming
Editor at Guinness World Records. "So it made perfect sense to
honor these incredibly successful and presciently innovative
companies at the trade show where everybody brings their 'A'
game."

The Guinness World Records 2010 Gamer's Edition book is the
go-to tome for all things video games, from records to trivia to
interviews with industry bigwigs and more. The book is available
now for $14.95. For more information, please visit:
http://gamers.guinnessworldrecords.com/.

About Guinness World Records

Guinness World Records is the universally recognized authority
on record-breaking achievement. First published in 1955, the annual
Guinness World Records book is published in more than 100 countries
and 25 languages and is one of the highest-selling books under
copyright of all time with more than 3 million copies sold annually
across the globe. Guinness World Records celebrated its 50th
anniversary edition in 2004, a year after the sale of its 100
millionth copy. Guinness World Records also annually publishes the
Gamer's Edition; a records book devoted solely to the world of
computer gaming and high score record achievements. The Guinness
World Records website (
www.guinnessworldrecords.com) receives more than
11 million visitors a year. Guinness World Records is part of the
Jim Pattison Group, one of Canada's largest privately owned
companies which is a conglomerate of interests, including
advertising, broadcasting, grocery stores and automotive
retailing.